"Hyundai Motor's New Technology Appears in Spider-Man 3"… Hyundai Motor and Sony Pictures Form Strategic Partnership

[Asia Economy Reporter Suyeon Woo] Hyundai Motor Company has signed a strategic partnership with the global media group Sony Pictures Entertainment (hereinafter Sony Pictures) to develop new-concept in-vehicle content.

On the 28th (local time), Hyundai Motor held a strategic partnership signing ceremony at Sony Pictures Studios located in Culver City, Los Angeles, USA. Key officials attending the ceremony included Jowon Hong, Vice President and Head of Hyundai Motor’s Customer Experience Division, and Jeffrey Godzik, Vice President of Global Partnerships at Sony Pictures.

Through this partnership, Hyundai plans to showcase its future mobility vision, new vehicles, and various new technologies that customers can empathize with and experience directly or indirectly via Sony Pictures’ diverse platforms such as movies, animations, and digital content.

First, Hyundai’s mobility vision, new vehicles, and new technologies will appear in two upcoming Sony Pictures works: the movie "Uncharted" (July 2021), "Spider-Man 3" (November 2021), and the animation "Spider-Man: New Universe Sequel" (October 2022).

(From left) Jo Wonhong, Vice President and Head of Customer Experience Division at Hyundai Motor Company, and Jeffrey Godzik, Vice President of Global Partnerships at Sony Pictures Entertainment, are posing for a commemorative photo.

To realize the human-centered future mobility vision introduced at CES last January, new-concept mobility solutions such as UAM (Urban Air Mobility), PBV (Purpose Built Vehicle), and ▲Hub (mobility transfer hub) will be implemented as experiential content within the works.

Hyundai’s new-concept mobility solutions focus on utilizing the sky as a new transportation route through UAM and providing eco-friendly mobility means PBV that satisfy passengers’ lifestyles, all connected to Hubs located throughout future cities to build a unified mobility ecosystem. Through this, Hyundai aims to make human life more valuable and provide customers with seamless freedom of movement and differentiated experiences.

Additionally, Hyundai plans to promote various collaborative content with Sony Pictures to enhance in-vehicle entertainment as part of its electrification-based personalized customer experience strategy called "Style Set Free."

Jeffrey Godzik, Vice President of Sony Pictures, said, "Through this strategic partnership, Hyundai and Sony Pictures will jointly present groundbreaking content that will capture global attention." A Hyundai official added, "We hope this partnership will provide customers with an easy way to understand Hyundai’s human-centered future mobility vision through diverse content," and "We will continue to make multifaceted efforts to communicate the experience and value of Hyundai’s unique future mobility vision."

This content was produced with the assistance of AI translation services.